Tag Archives: HSMAI

HSMAI 2018 Adrian Awards Honor State-of-Art Travel Marketing Techniques that Get Back to People-to-People Basics

‘Best of Show’ winners of the HSMAI 2018 Adrian Awards © Karen Rubin/goingplacesfarandnear.com

By Karen Rubin, Travel Features Syndicate, goingplacesfarandnear.com

The HSMAI Adrians are the CLIO awards of the hospitality, travel and tourism industry – the nation’s third largest industry which people don’t readily recognize as being so integral to everyday life, so fundamental to local economies and communities. But these are the advertising, public relations and digital marketing campaigns that excite, engage, inform and ultimately spur millions of us to venture out and experience new places, people and activities. Travel bolsters local, state and national economies, creates an economic underpinning for communities that sustains heritage, culture and the environment, while travelers are themselves enriched, often with life-enhancing, life-changing experiences; travelers become ambassadors, opening lines of communication and understanding between people that break down the barriers that promote conflict, in effect, winning the battle for “hearts and minds.”. And going back to the age of Marco Polo, travelers help the free exchange and spread of ideas and innovations that foster progress.

Brand USA, the public-private destination marketing organization for the United States, won an Adrian Platinum Award for public relations for its “Travel Transcends Politics” campaign to reset the narrative around travel to USA from abroad: (“Brand USA Faces Extinction Under Trump’s Proposed Budget; The USA Would Never Be the Same” “The Trump Slump: German tourists avoid US as travel destination”). “Welcome to the USA” generated 2 billion media impressions and $276 million in earned media. © Karen Rubin/goingplacesfarandnear.com

The Hospitality Sales and Marketing Association International (HSMAI) hosted its 62nd  annual Adrian Awards Dinner Reception and Gala at the New York Marriott Marquis, celebrating innovators in hospitality advertising, digital marketing, and public relations before more than 850 industry professionals.

It’s so interesting at these annual Adrian Awards galas to see how far and how fast hospitality, travel and tourism marketing has come. But it is important to note that the travel industry essentially birthed e-commerce – only then it was called “e-ticketing” and started with giving travelers the ability to book their own airline tickets online.

So much has happened in the past 30 years that few remember how not that long ago, an air traveler book and pick up a physical ticket at a travel agency or airline city ticket office. Since then, the travel and tourism industry has been on the leading age of yield management, CRM (Customer Relationship Marketing) that gave us the loyalty programs, which gave us the data mining and micro-targeting and dynamic pricing.

Now the challenge is to get through all the clutter, to inform, inspire, captivate, and finally transform a consumer into a traveler, a guest, a passenger, a visitor.

Now, as Gopi Kallayil, Google’s Chief Evangelist of Brand Marketing, told the HSMAI Digital Marketing Conference the next day, the ability to search real-time databases of all sorts of travel components, putting all this power, knowledge in desktops, on smartphones literally in one’s hand. has created new expectations. The goal, he said, isn’t even three seconds to load a site and six clicks to book, but zero clicks by a program that virtually reads your mind.

Each year, the creativity and the technology leaps forward. (Imagine writing emails on your shower stall (Marriott International’s “Splash of Brilliance”). But what is so interesting now, is how it is all in the service of getting back to the basics of what travel and hospitality is all about: face-to-face encounters, personal experience. The award-winning advertising, public relations, digital marketing and sales campaigns are those that are “authentic”, “personal,” that forge “connections”. Winning campaigns this year celebrated the Golden Rule of kindness and respect, “unplugging” and “connecting”, “upcycling” discarded bedsheets into pajamas for needy children.

Fran Brasseux, Executive VP, HSMAI and Executive Director of HSMAI Foundation, and Agnelo Fernandes, Chief Strategy Officer and Executive VP Revenue of Terranea Resort present the first Adrian Corporate Social Responsibility Awards © Karen Rubin/goingplacesfarandnear.com

Indeed, one of the new categories introduced to the HSMAI Adrian Awards this year was for Corporate Social Responsibility – in essence modeling values for travel and tourism at a time when overtourism (spurred in part by social media) is an emerging concern and there is much more consciousness raised about both the benefits of tourism to preserve and protect ecology and heritage, as well as the risks that overuse can destroy the very thing people come to experience. Here again, the hospitality and travel industry can model techniques and solutions that individuals can bring back to their own homes and communities.

The first Leader in Corporate Social Responsibility Awards were presented to four recipients: 

Aqua-Aston Hospitality: “Reef Safe” Campaign that turned the tide against coral bleaching in Hawaii caused by a chemical in many sunscreens with both a consumer awareness campaign (including giving out 70,000 samples of appropriate sunscreen) and achieving a state ban on the use of sunscreens with the damaging chemical

Hersha Hospitality: EarthView Program, which partnered with Clean the World and Cornell School of Hospitality, to institute environmental and conservation initiatives system wide, the first REIT and management program to establish institutional sustainability program

Hilton Hotels and Resorts: “Travel with Purpose – Where Responsibility and Hospitality Meet” Campaign – a campaign to reduce carbon emissions system wide.

Micato Safari: “AmericaShare” Campaign, where a portion of guest fees goes to subsidize a child’s education,  and promoting wildlife conservation

The second new Award, Facebook Mobile Video Award, also reflected the changing media landscape, and was presented by Colleen Coulter, Industry Manager, Travel for Facebook  to Sheraton for its Halo campaign.

More than 850 industry professionals gathered at the New York Marriott Marquis to celebrate the standout campaigns of the past year and the creative individuals behind them.

“We received a lot of impressive entries this year, but tonight’s winners are truly the crème de la crème,” said Robert A. Gilbert, CHME, CHA, president and CEO of HSMAI. “Adrian Award-winning campaigns incorporate strong elements of originality, embrace technology, and also generate real measurable results for their brands.”

Established in 1956, the Adrian Awards recognize marketing achievements in hospitality across multiple segments of the industry. Award winners are selected by senior industry and media experts from nearly 1,200 entries, for entry divisions: advertising, digital marketing, public relations, and integrated marketing. Gold Award winners across these categories were recognized during the Adrian Awards Dinner Reception, which was co-sponsored by HSMAI, Google, and TravelClick. Platinum winners were selected from outstanding Gold Award winners.

Best of Show Awards, the pinnacle of the evening, were presented to Platinum Award winners from three divisions—digital marketing, public relations, and advertising:

Digital Marketing “Best of Show” – AccorHotels: Seeker Campaign

Public Relations “Best of Show” – Westin Hotels & Resorts and its agency, MFA, a Finn Partners Company: Westin Launches CSR Program to Upcycle Hotel Bed Linens, Transforming Them into Children’s Pajamas

(Tie) Advertising “Best of Show” Marriott International and its agency, mcgarrybowen: Golden Rule Campaign (Courtyard, Fairfield, Four Points & SpringHill Suites)

(Tie) Advertising “Best of Show” – Explore St. Louis: Sterling K. Brown Advertising Series

(Tie) Advertising “Best of Show” – Marriott International: Marriott Hotels and HK7s Innovation in Advertising Campaign

Digital Marketing Platinum Winners: 
Company; Agency

AccorHotels for the Seeker Campaign, Le Club AccorHotels (“Discover Where Your Heart Wants to Go Next,” using biometrics; the campaign generated 100 million media impressions and 125:1 ROI)

Bermuda Tourism Authority; Miles for Bermuda Google Streetview (generated 3.5 million street views; expanded street view coverage of the island four times)

Best Western Hotels & Resorts; Ideas Collide for Best Western’s YouTube Director Mix Campaign (No need to throw a Hail Mary, plan your summer trip today! Two-step your way out of town for a trip; the campaign generated 29 million impressions)

Curio Collection by Hilton; I.D.E.A. for “The Curiosity Gene Campaign” (Do you have the curiosity gene? It received 6.9 million impressions, 1 million engagements, 320% increase in Instagram engagements)

Margaritaville Resort Orlando; Concept Farm for The Integrated Consumer Digital Campaign (generated 12,000 ownership leads, 225 closed contracts, 20,000 rental leads).

Marriott Rewards for Dynamic Ads for Moments (“Blast off at Kennedy Space Center, Titusville, FL)

Newfoundland and Labrador Tourism; Target for “The IcebergFinder.com Campaign” (The campaign drew 33K Facebook engagements, 466K website interactions, 5K referrals)

VISIT PHILADELPHIA and the Pennsylvania Convention Center Authority for Retargeting Marketing (generated 1,265 overnight hotel stays)

Public Relations Platinum Winners:
Company; Agency

Beverly Wilshire, a Four Seasons Hotel; C&R, for “Urban Glamping at the Beverly Wilshire” story

Brand USA for “Travel Transcends Politics” to reset the narrative around travel to USA from abroad: (“Brand USA Faces Extinction Under Trump’s Proposed Budget; The USA Would Never Be the Same” “the Trump Slump: German tourists avoid US as travel destination”) “Welcome to the USA” generated 2 billion media impressions; $276 million in earned media

Major Food Group; NJF, an MMGY Global Company, for CBS This Morning segment

Marriott International for “Splash of Brilliance”

Marriott International for “W Hotels’ Experience At Coachella” (Marriott X Coachella: Elevating the Festival Experience)

Murphy Arts District; NJF, an MMGY Global Company for a campaign to create a new destination, “El Dorado, Arkansas, the Comeback Kid of the South, Murphy Arts District”

The Plaza, a Fairmont Managed Hotel, for “Home Alone 2: 25th Anniversary”

Royal Caribbean International; Weber Shandwick for “A Perfect Night to Introduce a Perfect Day”

Westin Hotels & Resorts; MFA, a Finn Partners Company for “Westin Launches CSR Program to Upcycle Hotel Bed Linens, Transforming Them into Children’s Pajamas” (223 million media impressions)

Advertising Platinum Winners: 
Company; Agency 

Rob Torres, Managing Director, Travel, Google, and Michelle Woodley, President Preferred Hotels and Resorts, present an unprecedented three-way tie for “Best of Show” for Advertising.
© Karen Rubin/goingplacesfarandnear.com

The Aruba Tourism Authority; Concept Farm for “The Authentic Aruba Local Stories Campaign” (which resulted in 13% increase in US visits, 10 M social media impressions, 1M video views)

Explore St. Louis for “The Sterling K. Brown Advertising Series” (which generated 200K visits, 4.5 million impressions, 140K Youtube views)

Hilton Garden Inn; GSD&M for “Simply on Another Level Video” (which generated 30% increase in campaign recognition, and 3.85 billion media impressions).

Marriott International; mcgarrybowen for “The Golden Rule Campaign

Marriott International for Marriott Hotels and HK7’s Innovation in Advertising (1.4 million views on facebook, )

Wyndham Hotels & Resorts for “Reconnected: A Wyndham Grand Family Experience” (which generated 2.9 million social media impressions, and reached 1.8 billion viewers)

Integrated Marketing Campaign Platinum Winner:
Company; Agency

Tourism Australia for its Dundee Tourism Campaign for Australia, “There’s Nothing Like Australia” (14,000 PR mentions, 102 million video views, 305,000 campaign leads; 50% lift in destination desirability)

Gold Award winners’ submissions – selected from close to 1,200 entries – were showcased on digital displays at the Adrian Awards Dinner Reception and featured during the Gala stage presentations. The largest group of winners in the Award’s history, they included 104 awards in Public Relations, 25 in Integrated Marketing, 89 in Digital Marketing and 48 in Advertising. They were selected by some 200 judges who are prominent members of the travel industry and subject-matter experts in advertising, digital marketing, media, and public relations.( View the complete list of Gold Award winners on the Adrian Awards website).

“The Adrian Awards winners raise the bar for the travel industry as a whole to be a place of creativity and innovation,” said Fran Brasseux, HSMAI Executive Vice President.  “The Adrian Awards are a rare opportunity to recognize the exceptional work being done in travel marketing. But just as importantly, we are also putting a well-deserved spotlight on the exceptional people behind that outstanding work.”

HSMAI Top 25 Extraordinary Minds

Selected by a panel of senior industry executives, The HSMAI Top 25: Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization for 2018 were honored by HSMAI in a reception and also recognized on stage during the Gala.

Jennifer Andre, Senior Director, North America and Latin America, Expedia Group Media Solutions

Dustin Bomar, Head of Industry – Travel, Google

Ronald Castro, Chief Strategist, Roca Marketing

Christopher Crenshaw, CRME, Vice President, Digital Data Solutions, STR

Fred Dixon, President & CEO, NYC & Company

David Downing, President & CEO, Visit St. Pete/Clearwater

Erica Doyne, Vice President, Marketing, AMResorts

Gino Engels, Co-Founder & Chief Commercial Officer, OTA Insight

George Galinsky, Senior Vice President Marketing Communications, Mohegan Gaming and Entertainment

Darren Green, Senior Vice President, Sales, Los Angeles Tourism and Convention Board

Chad Hallert, CRME, CHDM, Vice President of Performance Marketing, Noble Studios

Allison Handy, Senior Vice President of Sales and Marketing, Prism Hotels & Resorts

Adam Hayashi, CRME, Vice President of Revenue Management, AccorHotels

Carolyn Hosna, CHDM, Senior Director, Corporate Marketing, White Lodging

Jay Hubbs, CHDM, Senior Vice President of E-Commerce and Digital Marketing, Remington Hotels

Jodi Kern, Senior Director, Digital Merchandising, Marriott International

Gil Langley, President & CEO, Amelia Island CVB

Dave Lorenz, Vice President, Travel Michigan, Michigan Economic Development Corporation

Sarah Murov, Vice President, Public Relations & Communications, Loews Hotels & Co

Leticia Proctor, Senior Vice President, Sales, Revenue Management and Digital Strategies, PM Hotel Group

Julie Scott, President, Colwen Hotels

Jim Struna, CRME, Regional Director of Revenue, Rosewood Hotel Group

Matt Teixeira, CHBA, Director of Sales, Best Western Hotels and Resorts

Theresa van Greunen, Senior Director Corporate Communications, Aqua-Aston Hospitality

Cherilyn Williams, Director, Global Portfolio Marketing, Marriott International

Lifetime Achievement Awards

Additionally, the distinguished careers of three industry leaders were celebrated with HSMAI Lifetime Achievement awards.

Steve Bartolin, Chairman of The Broadmoor, was honored with the 2018 Winthrop W. Grice Award for Public Relations.

Stephen Powell, most recently SVP Worldwide Sales for IHG prior to retirement, was the recipient of the inaugural HSMAI Award for Lifetime Achievement in Hospitality Sales.

Harris Rosen, President and CEO, Rosen Hotels & Resorts, was celebrated with the Albert E. Koehl Award for Hospitality Marketing. 

For more information about the Adrian Awards, visit www.adrianawards.com.

Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at https://www.hsmai.orgwww.facebook.com/hsmaiwww.twitter.com/hsmai, and www.youtube.com/hsmai1.

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© 2019 Travel Features Syndicate, a division of Workstyles, Inc. All rights reserved. Visit goingplacesfarandnear.com, www.huffingtonpost.com/author/karen-rubin, and travelwritersmagazine.com/TravelFeaturesSyndicate/. Blogging at goingplacesnearandfar.wordpress.com and moralcompasstravel.info. Send comments or questions to FamTravLtr@aol.com. Tweet @TravelFeatures. ‘Like’ us at facebook.com/NewsPhotoFeatures

HSMAI’s 61st Annual Adrian Awards Honor Luminaries in Travel Marketing

By Karen Rubin, Travel Features Syndicate, goingplacesfarandnear.com

They are the CLIO awards of the hospitality, travel and tourism industry – a gigantic segment of the US economy and culture which people don’t readily recognize as being so integral to everyday life, so fundamental to local economies and communities. But these are the advertising, public relations and digital marketing campaigns that excite, engage, inform and ultimately spur millions of us to venture out and experience new places, people and activities. Travel bolster local, state and national economies, creates an economic underpinning that sustains heritage, culture and the environment, while travelers are themselves enriched, often with life-enhancing, life-changing experiences; they become ambassadors, opening lines of communication and understanding between people that break down the barriers that promote conflict. And going back to the age of Marco Polo, travelers help the free exchange and spread of ideas and innovations.

The Hospitality Sales and Marketing Association International (HSMAI) hosted its 61st annual Adrian Awards Dinner Reception and Gala at the New York Marriott Marquis, celebrating innovators in hospitality advertising, digital marketing, and public relations before more than 800 industry professionals. A highlight was a look back at the organization’s 90 year-history in promoting standards for hospitality and innovations in marketing campaigns that inspire travel.

“HSMAI applauds this evening’s winners for their ingenuity and hard work,” said Robert A. Gilbert, CHME, CHA, president and CEO of HSMAI. He added, “Adrian Awards winners spark innovation throughout the entire hospitality industry.”

HSMAI Adrian Platinum Award winners for Public Relations © 2018 Karen Rubin/goingplacesfarandnear.com

Established in 1956, the Adrian Awards recognize marketing achievements in hospitality across multiple segments of the industry. Award winners are selected from more than 1,200 entries by senior industry and media experts, for four main entry divisions: advertising, digital marketing, public relations, and—newly added—integrated marketing. Gold Award winners across these categories were recognized during the Adrian Awards Dinner Reception, which was co-sponsored by HSMAI, Google, and TravelClick. Platinum winners were selected from exceptional Gold Award winners.

Rob Torres, Managing Director-Travle for google and Marina MacDonald, Chief Marketing Officer, Red Roof Inn, presenters at the 61st Annual HSMAI Adrian Awards © 2018 Karen Rubin/goingplacesfarandnear.com

The judges speak of authenticity, engagement, blurring of lines among media, emotionality, innovation and creativity, visual beauty, quality of content, storytelling, and most significantly measureable results in distinguishing the winners.

The stakes are huge: these advertising, marketing and public relations campaigns are a key part of the travel and tourism industry that generates $2.3 trillion in economic output (2.7% of the nation’s GDP) from domestic and international visitors. Travel expenditures support 15.3 million American jobs (8 million directly); account for $221.7 billion in wages, and generate $141.5 billion in tax revenues to federal, state and local governments, levels that increased significantly over the past decade, and have been a significant factor lifting  the nation out of the Great Recession to “full” employment. International visitors to the United States in 2016 generated $212.3 billion, 9.5% of exports, but were forecast to fall by  0.6% in 2017, largely due to the political climate, travel ban, and concern over gun violence (which has accounted for several countries posting travel warnings). These are the kind of issues that the travel marketers address.

Travel and tourism is vital globally: Travel & Tourism generated $7.6 trillion (10.2% of global GDP) and 292 million jobs in 2016, equivalent to 1 in 10 jobs in the global economy. The sector accounted for 6.6% of total global exports and almost 30% of total global service exports. Travel and tourism doesn’t just improve lives, but is critical to livelihoods.

The United Nations has designated 2017 the International Year of Sustainable Tourism for Development. “As one of the world’s largest economic sectors, Travel & Tourism creates jobs, drives exports, and generates prosperity across the world. The International Year provides an enormous opportunity to further showcase the tremendous economic, social, cultural, environmental, and heritage value that the sector can bring.”

The winner of the eighth annual Leader in Sustainable Tourism Award, presented by HSMAI and National Geographic Traveler, was Terranea Resort.

Terranea Resort won the 8th annual Leader in Sustainable Tourism Award presented by HSMAI and National Geographic Traveler © 2018 Karen Rubin/goingplacesfarandnear.com

Here are the award winners:

Best of Show Awards, the pinnacle of the evening, were presented to Platinum Award winners from three divisions—advertising, digital marketing, and public relations—as follows:

(Tie) Advertising “Best of Show” – Newfoundland and Labrador Tourism and its agency, Target: “Off the Beaten Path” Geo-Targeted Campaign

(Tie) Advertising “Best of Show” – Marriott International and its agency, GREY New York: “You Are Here” Campaign

Marriott International and its agency, GREY New York wins Best of Show in Advertising for “You Are Here” Campaign © 2018 Karen Rubin/ goingplacesfarandnear.com

Digital Marketing “Best of Show” – Amelia Island and its agency, Paradise Advertising and Marketing: “Destination Dysfunction” Video

Amelia Island and its agency, Paradise Advertising and Marketing won Digital Marketing Best of Show for “Destination Dysfunction” Video © 2018 Karen Rubin/goingplacesfarandnear.com

Public Relations “Best of Show” – Mexico City Tourism Board and its agency, Weber Shandwick: “From Humble to Haute: Changing Perceptions of Mexico City”

Mexico City Tourism Board and its agency, Weber Shandwick wins Best of Show for Public Relations for “From Humble to Haute: Changing Perceptions of Mexico City” © 2018 Karen Rubin/ goingplacesfarandnear.com

Platinum Award winners in the advertising, digital marketing, public relations, and integrated marketing divisions are:

Advertising Platinum Winners:

Company; Agency

Space Florida; Paradise Advertising and Marketing

VisitBritain; Expedia Media Solutions

Maine Office of Tourism; BVK

                                                                                                                          NewFoundland and Labrador Tourism; TargetMarriott International; GREY New York


Digital Marketing Platinum Winners:

Company; Agency

Four Seasons Hotel New York Downtown; Connelly Partners

Best Western Hotels & Resorts; Ideas Collide

Newfoundland and Labrador Tourism; Target

Amelia Island; Paradise Advertising and Marketing

Orlando Magic; Net Conversion

Aruba Tourism Authority; Concept Farm


Public Relations Platinum Winners

Company; Agency

Greater Fort Lauderdale Convention and Visitors Bureau; Finn Partners

Singita; Imagine Communications

Singita and agency Imagine Communications, a Platinum winner for Public Relations © 2018 Karen Rubin/goingplacesfarandnear.com

Hilton

Hilton, a Platinum winner for Public Relations © 2018 Karen Rubin/ goingplacesfarandnear.com

Marriott Hotels; Catalyst PR

Fairmont Hotels & Resorts

Finger Lakes Tourism Promotion Agency; Quinn

Finger Lakes Tourism Promotion Agency and its agency Quinn, won Platinum for Public Relations © 2018 Karen Rubin/ goingplacesfarandnear.com

Xanterra Parks & Resorts/Grand Canyon National Park Lodges; Percepture

Mexico City Tourism Board; Weber Shandwick

Mexico City Tourism Board and its agency Weber Shandwick won Platinum and Best of Show for Public Relations © 2018 Karen Rubin/ goingplacesfarandnear.com

Visit Salt Lake


Integrated Marketing Platinum Winner

Company; Agency

Hilton Hotels + Resorts

Gold Award winners’ submissions were showcased on digital displays at the Adrian Awards Dinner Reception and featured during the Gala stage presentations. “Right in line with this year’s theme, ‘be a travel marketing superhero,’ the Adrian Award-winning campaigns demonstrated boldness, resolve, and charisma,” said Fran Brasseux, HSMAI Executive Vice President.

Selected by a panel of senior industry executives, The HSMAI Top 25: Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization for 2017 were honored by HSMAI in a reception co-hosted by Questex Hospitality + Travel and also recognized on stage during the Gala.

The HSMAI Top 25: Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization for 2017 © 2018 Karen Rubin/ goingplacesfarandnear.com

Additionally, the distinguished careers of two industry leaders were celebrated with HSMAI Lifetime Achievement awards. Edwin “Ed” Fuller, president, Laguna Strategic Advisors, was honored with the 2017 Albert E. Koehl Award and Terence “Terry” Gallagher, president, Lou Hammond Group, New York, was honored with the 2017 Winthrop W. Grice Award for Public Relations.

 

“I’d like to thank HSMAI for giving me an honor that I wouldn’t have imagined possible more than 30 years ago when I began my own professional career,” said Gallagher, at the awards ceremony. “I’ve been blessed to be in what I feel is the greatest industry and it’s because of some wonderful people who taught me so much along the way.”

Terence “Terry” Gallagher, president, Lou Hammond Group, New York, was presented with the 2017 Winthrop W. Grice Award for Public Relations Lifetime Achievement by last year’s honoree, Melanie Brandman, founder & CEO of The Brandman Agency © 2018 Karen Rubin/ goingplacesfarandnear.com

After expressing gratitude for his award, Koehl Award recipient Ed Fuller shared some advice to his industry colleagues in attendance, “Remember to work on developing your people and investing in the people you are growing.”

Edwin “Ed” Fuller, president, Laguna Strategic Advisors, was honored with the 2017 Albert E. Koehl Award for Lifetime Achievement by last year’s honoree, Randy Smith, chairman and co-founder of STR © 2018 Karen Rubin/ goingplacesfarandnear.com

The Pioneer in Visual Storytelling Award, presented by HSMAI and Libris by PhotoShelter, went to Aruba Tourism Authority and its agency, Concept Farm.

The Pioneer in Visual Storytelling Award, presented by HSMAI and Libris by PhotoShelter, went to Aruba Tourism Authority and its agency, Concept Farm © 2018 Karen Rubin/goingplacesfarandnear.com

Selected as one of the Top 100 Events in New York by BizBash, this year’s superhero-themed Adrian Awards incorporated eye-catching, comic book-inspired imagery and numerous other superhero references, which set an upbeat, playful tone for the evening.

For more information about the Adrian Awards visit www.adrianawards.com.

The Hospitality Sales and Marketing Association International (HSMAI) is committed to growing business for hotels and their partners, and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as HSMAI Digital Marketing Strategy ConferenceAdrian Awards, and Revenue Optimization Conference. Founded in 1927 and celebrating 90 years in 2017, HSMAI is a membership organization comprising more than 5,000 members worldwide, with 40 chapters in the Americas Region.

Connect with HSMAI at www.hsmai.org,www.facebook.com/hsmaiwww.twitter.com/hsmai and www.youtube.com/hsmai1.

 

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© 2018 Travel Features Syndicate, a division of Workstyles, Inc. All rights reserved. Visit goingplacesfarandnear.com,  www.huffingtonpost.com/author/karen-rubin , and travelwritersmagazine.com/TravelFeaturesSyndicate/. Blogging at goingplacesnearandfar.wordpress.com and moralcompasstravel.info. Send comments or questions to FamTravLtr@aol.com. Tweet @TravelFeatures. ‘Like’ us at facebook.com/NewsPhotoFeatures

 

 

HSMAI Honors Innovation at its 60th Annual Adrian Awards

Bermuda Tourism Authority and agency, TURNER, accept the Best of Show in Public Relations Award at HSMAI’s 2016 Adrian Awards Gala at the Marriott Marquis on February 21, 2017 in New York City © Karen Rubin/ goingplacesfarandnear.com

By Karen Rubin, Travel Features Syndicate, goingplacesfarandnear.com

They are the CLIO awards of the hospitality and travel industry – a gigantic segment of the US economy and culture which people don’t readily recognize as being so integral to everyday life. But these are the campaigns that excite, engage, inform and ultimately spur millions of us to venture out and experience new places and people. At the same time, travelers bolster local, state and national economies, create an economic underpinning that sustains heritage, culture and the environment.

The Hospitality Sales & Marketing Association International (HSMAI) presented the 60th Annual Adrian Awards at the New York Marriott Marquis, recognizing excellence in travel advertising, digital marketing and public relations, and the leaders behind the work.

“It’s always wonderful to be able to celebrate the innovators of our industry. Their outstanding work challenges and inspires the rest of the profession,” said Robert A. Gilbert, CHME, CHBA, president and CEO of HSMAI. He added, “Tonight was a special milestone—the Adrians have now been recognizing excellence in the hospitality industry for six decades.”

Dating back to 1956, the Adrian Awards applaud marketing achievements in hospitality across multiple segments of the industry. Award winners are selected by senior industry and media experts from more than 1,200 entries, for three main entry divisions: advertising, digital marketing and public relations. Gold Award winners across these three categories were recognized during the Adrian Awards Dinner Reception, which was co-sponsored by HSMAI and Google. Platinum winners were selected from the standout Gold Award winners. Winners were selected from 1000 entrees.

The judges speak of authenticity, engagement, blurring of lines among media, emotionality, innovation and creativity, visual beauty, quality of content, storytelling, and most significantly measureable results in distinguishing the winners.

The stakes are huge: these advertising, marketing and public relations campaigns are a key part of the travel and tourism industry that generates $2.1 trillion in economic output (2.7% of the nation’s GDP) from domestic and international visitors (includes $927.9 billion in direct travel expenditures that spurred an additional $1.2 trillion in other industries through a ripple effect). Travel expenditures support 15 million jobs (8 million directly); account for $221.7 billion in wages, and generate $141.5 billion in tax revenues to federal, state and local governments, levels that increased significantly over the past eight years, helping to lift the nation out of the Great Recession.

For example, Bermuda, which won “Best of Show” in Public Relations, undertook its campaign to reverse a decline in tourism that is such a large part of the country’s economy.

Best of Show Awards, the highest honor of the evening, were bestowed upon a Platinum Award winner from each of the three divisions—advertising, digital marketing, and public relations:

Advertising “Best of Show” – NFL Father’s Day Video – Courtyard by Marriott – IMG and Marriott Content Studio

Digital Marketing “Best of Show” – From Brake Lights to Rested Nights – Red Roof Inn and its agency, 360i

Public Relations “Best of Show” – Bermuda: Finding an Island’s Adventurous Side – Bermuda Tourism Authority and its agency, TURNER

Courtyard by Marriott win Best of Show in Advertising at HSMAI’s 2016 Adrian Awards Gala at the Marriott Marquis in New York City © Karen Rubin/goingplacesfarandnear.com

The following are Platinum Award winners in the advertising, digital marketing, and public relations divisions:

 

Advertising Platinum Winners:

Company; Agency

Newfoundland and Labrador Tourism; Target

Brand USA

Visit Seattle; Publicis Seattle

Hilton; Fold 7

VisitGreenvilleSC

Courtyard by Marriott; IMG and Marriott Content Studio

 

Digital Marketing Platinum Winners:

Company; Agency

24 North Hotel; Travel Tripper

Visit Seattle; Publicis Seattle

Marriott International; Facebook & MEC

Aruba Tourism Authority; Concept Farm

Caribbean and Latin America Resorts Cluster; Marriott- Caribbean and Latin America

Best Western Hotels & Resorts; Ideas Collide & 11 Dollar Bill

Red Roof Inn; 360i

Red Roof Inn accepts the Best of Show in Digital Marketing Award at HSMAI’s 2016 Adrian Awards Gala © Karen Rubin/goingplacesfarandnear.com

Public Relations Platinum Winners:

Company; Agency

South African Tourism; Sparkloft Media
Omni Hotels & Resorts; LDWWgroup

Hampton by Hilton; rbb Communications

Hilton

Cunard; MGA Media Group

Caneel Bay Resort

Marriott International; GREY New York

Aqua-Aston Hospitality; QUINN & Stryker Weiner Yokota

Bermuda Tourism Authority; TURNER

Gold Award winners’ submissions were shown on digital displays at the Adrian Awards Dinner Reception and featured during the Gala stage presentations. “The honorees in this year’s competition displayed innovation, creativity, and demonstrated measurable results and return on investment that were noted by this year’s judges as being exceptional,” said Fran Brasseux, HSMAI Executive Vice President.

Additionally, the distinguished careers of two industry leaders were celebrated with HSMAI Lifetime Achievement awards. Randy Smith, Chairman & Co-Founder, STR, was honored with the 2016 Albert E. Koehl Award and Melanie Brandman, Founder & CEO, The Brandman Agency, was honored with the 2016 Winthrop W. Grice Award for Public Relations.

“It is an honor to be a member of this illustrious group of industry leaders,” said Brandman, at the awards ceremony. “I would like to dedicate this award to my father and my mother, for raising me and my siblings to be global citizens, and instilling in us an unstoppable desire to experience the world and share whatever wisdom we pick up along the way.”

“It is truly an honor to accept this award,” stated Koehl Award recipient Randy Smith, who was unable to accept the award in person. “I have been incredibly fortunate throughout my career in the hospitality industry in working with smart and talented people.”

The winner of the seventh annual Leader in Sustainable Tourism Award, presented by HSMAI and National Geographic Traveler, was Amelia Island Convention & Visitors Bureau for “Clean Beaches and Sea Turtles.”

“Presented in conjunction with National Geographic Traveler, the Leader in Sustainable Tourism award recognizes a person, company, or community for demonstrable leadership and innovation in preserving and communicating an authentic sense of place through a wisely managed tourism program. Nominees are judged by how their efforts preserved the environmental, cultural, and historic integrity of a destination, and how the program demonstrated leadership, innovation and accomplished its goals.”

Gil Langley and Ktimene Axetell of Amelia Island Convention and Visitor Bureau accept HSMAI & National Geographic Traveler Leader in Sustainable Tourism Platinum Award from Fran Brasseux, Executive of HSMAI and Deborah Friedman, VP, Independent and Specialty Travel, National Geographic at HSMAI’s 2016 Adrian Awards Gala © Karen Rubin/goingplacesfarandnear.com

The Pioneer in Visual Storytelling Award, presented by HSMAI and Libris by PhotoShelter, a new award presented for the first time at these Adrian Awards, went to Newfoundland and Labrador Tourism and their agency, Target.

“The Pioneer in Visual Storytelling Award celebrates a brand in the travel and tourism industry that has shown consistent commitment to using visual assets creatively in marketing and communication to tell its story. Nominees are evaluated based on high-quality production value of images and/or video, compelling storytelling across platforms, use of forward-thinking formats, innovative distribution and demonstrated impact on their audiences. Successful entries use visual assets to inspire an emotional response, motivate audiences to take action and help the brand meet strategic objectives.”

Randy Smith. Melanie Brandman Honored with Lifetime Achievement Awards

The Hospitality Sales & Marketing Association (HSMAI) presented its 2016 HSMAI Lifetime Achievement Awards to Randy Smith, Chairman & Co-Founder, STR, honored with the 2016 Albert E. Koehl Award. Melanie Brandman, Founder & CEO, The Brandman Agency, received the 2016 Winthrop W. Grice Award for Public Relations.

The HSMAI Lifetime Achievement Awards recognize individuals who have spent a major portion of their careers in the hospitality and travel profession and have contributed to the betterment of the industry in a significant and lasting way, over an extended period of time.

Melanie Brandman, Founder and CEO of The Brandman Agency, receives the 2016 Winthrop W. Grice Award for Lifetime Achievement in Public Relations at HSMAI’s 2016 Adrian Awards Gala © Karen Rubin/goingplacesfarandnear.com

Melanie Brandman, honored with the Winthrop W. Grice Award for Public Relations, is the founder & CEO of The Brandman Agency. With offices in New York, Los Angeles, London and Sydney, Brandman is recognized as one of the most credible travel and communications experts in the business. She has ensured that The Brandman Agency has remained at the forefront of the industry by being an early adopter in the ever-evolving digital and influencer space. Prior to establishing The Brandman Agency, she served as Vice President, Corporate Affairs for InterContinental Hotels Group based in London. Brandman’s other successful ventures include Travel Curator, an online travel website, content development, and distribution platform targeted to an affluent, forward-thinking audience of global travelers. The site was voted one of the 10 Best Luxury Travel Blogs by readers of USA TODAY and 10Best. This past year, Brandman was named ‘Most Compelling Woman in Travel’ by Premier Traveler magazine.

The Winthrop W. Grice Award was named in honor of Winthrop W. “Bud” Grice, CHME, a long-time senior marketing executive with Marriott, who was the award’s first designate. Other winners include: Howard Feirertag, Mary Gendron, Vivian A. Deuschl, Laura Davidson, Yvonne Middleton, Peggy R. Bendel, René A. Mack, Lou Hammond, Bunny Grossinger, Herbert D. Kelleher, Steve Wynn, Richard Kahn, Gordon Lambourne, and Geoffrey Weill.

Randy Smith, the recipient of the Albert E. Koehl Award, co-founded STR in 1985. STR provides clients from multiple market sectors with premium, global data benchmarking, analytics and marketplace insights. With just over 300 employees, STR maintains a presence in 16 countries around the world with a corporate North American headquarters in Hendersonville, Tennessee, and an international headquarters in London, England. Prior to starting STR, Smith was Director of Research for Laventhol & Horwath. He has been recognized by Business Travel News, Lodging Hospitality magazine, ALIS, Industry Real Estate Financing Advisory Council, Florida State University College, and the International Society of Hospitality Consultants.

The Albert E. Koehl Award for Lifetime Achievement in Hospitality Marketing recognizes individuals who have spent a major portion of their careers in the hospitality and travel profession and have contributed to the betterment of the industry in a significant and lasting way, over an extended period of time. The award is named in honor of Albert E. Koehl, a pioneer in hotel advertising. Past Koehl award recipients including: David Kong, Roger Dow, Eric A. Danziger, Sol Kerzner, Ian Schrager, Barbara Talbott, Barry S. Sternlicht, Vincent Vanderpool-Wallace, Horst H. Schulze, John J. Russell, CHME, Michael A. Leven, CHME, Richard Branson, Christopher J. Nassetta, and George Aguel.

Amanda Hite accepts the Albert E. Koehl Lifetime Achievement Award on behalf of Randy Smith, Chairman & Co-Founder of STR during HSMAI’s 2016 Adrian Awards Gala © Karen Rubin/goingplacesfarandnear.com

“HSMAI is proud to honor Melanie and Randy for their impressive careers marked by innovative contributions to the global hospitability industry,” said Robert A. Gilbert, CHME, CHBA, president and CEO of HSMAI. 

Top 25 Extraordinary Minds

Selected by a panel of senior industry executives, The HSMAI Top 25: Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization for 2016 were honored by HSMAI in a reception co-hosted by Questex Hospitality + Travel and also recognized on stage during the Gala.

The HSMAI Top 25 Extraordinary Minds for 2016 are:

Justin Barnette: Manager, Marketing & Communications USA, South African Tourism

DC Becker: Principal & Co-Owner, Titan Group of New York

Josh Belkin: VP & General Manager, North America, Hotels.com

Bree Brostko: Managing Director, Kindred Resorts & Hotels

Bonnie Buckhiester: President, Buckhiester Management Limited

Patrick Campbell: Director of Advertising, Best Western Hotels & Resorts

Lisa Checchio, VP, Brand Marketing and Insights, Wyndham Hotel Group

Britton Cordill: Director of Marketing & eCommerce, Marriott International

Santiago Corrada: President/CEO, Visit Tampa Bay

Chris Flatt, EVP of Hotel Sales & Marketing, Wynn Las Vegas

Isaac Gerstenzang, Assistant Vice President, Corporate E-Commerce, Two Roads Hospitality

Jennifer Hill: Regional Director, Revenue & Distribution, Highgate

Daniel Hostettler: President and Group Managing Director, Ocean House Management Collection

Danny Hughes: Senior Vice President & Commercial Director, Hilton Worldwide

Victoria Isley: Chief Sales & Marketing Officer, Bermuda Tourism Authority

Cherry Kam: Director, Marketing Communications/Americas, Four Seasons Hotels and Resorts

Lynn Kaniper: Owner/President, Dana Communications

Leora Halpern Lanz: Lecturer, Boston University School of Hospitality Administration

Michael Lau: Regional Director of Revenue Management, Accor Hotels

Lisa Ross: President and Partner, rbb Communications

Ed Skapinok: Vice President of Sales & Marketing, Hostmark Hospitality Group

Edgar Tapan: Head of Industry, Travel, Google

Paolo Torchio: VP Digital & E-Commerce, Two Roads Hospitality

Vicki Varela: Managing Director, Utah Office of Tourism, Film & Global Branding

Daniel Wise: Founder & Chief Product Architect, revcaster – a Rainmaker company

“HSMAI is proud to recognize an outstanding group whose impressive achievements define success and inspire their peers in the hospitality industry,” said Robert A. Gilbert, CHME, CHBA, president & CEO of HSMAI. “Their deep knowledge, nimble response to changing markets, and innovative solutions have driven their success and strengthened our industry.”

The HSMAI Top 25: Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization for 2016 © Karen Rubin/goingplacesfarandnear.com

For more information about the Adrian Awards visit www.adrianawards.com.

The Hospitality Sales and Marketing Association International (HSMAI) is committed to growing business for hotels and their partners, and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as HSMAI ROCET, Adrian Awards, and Revenue Optimization Conference. HSMAI is an individual membership organization comprising more than 7,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at www.hsmai.orgwww.facebook.com/hsmaiwww.twitter.com/hsmai and www.youtube.com/hsmai1.